No CommentsEvery season brings fresh opportunities and challenges for ecommerce brands and retailers. As temperatures cool into autumn, the football season is heating up – and not just on the field. Amidst the cheers, touchdown celebrations, and Taylor Swift sightings, fans are flocking to Amazon to gear up for this season’s games.
In this blog post, we’ll take a data-driven journey through Amazon’s football products market. Using Jungle Scout Cobalt, we’ll analyze sales trends and other market data to see who the top players are as the 2023 football season kicks off.
The Travis and Tay Tay Effect
It was the relationship reveal heard ‘round the world: On September 24, all of media lit up with the news that Taylor Swift popped up at the Kansas City Chiefs – Chicago Bears game to cheer on her rumoured new beau, Travis Kelce.
The now-legendary game sparked perhaps the biggest pop culture craze since Barbie took over theaters earlier this year. With nearly 25 million viewers, the game was the most-watched NFL game of the week and brought in 63% more female viewers than the previous Chiefs game. Bolstered by Swiftie Power, Travis Kelce gained 300,000 new Instagram followers, and StubHub reported a 3x increase in Chiefs ticket sales.
So how did this bombshell moment impact sales on Amazon? We dug into Cobalt data to find out:
Sales of this Squatch King Threads KC Kelce T-Shirt have jumped 890% since the game.
The brand has also seen a boost for this Travis Kelce sweatshirt, with sales increasing 250%.
And sales of this Travis Kelce shirt from Shedd Shirts have doubled since game day.
Sales of this Taylor Swift-inspired necklace increased 4,000% in the 3 days following the game.
Trading friendship bracelets became wildly popular among Swifties attending the singer’s Eras tour over the summer. Even celebrities, including Travis Kelce, have been spotted wearing them. It looks like Sunday’s game reignited the trend: Sales of this set of Taylor Swift friendship bracelets jumped 287% afterward.
And sales of this Eras Tour collage kit grew 200% after the game.
Clearly, the Travis-Taylor relationship was a big win with Chiefs fans and Swifties alike.
Keep reading to find out what else football fans are buying this season!
Football Product Trends on Amazon
From jerseys to game-day supplies, Amazon has a wide selection of football fan gear. Let’s huddle up and take a closer look at top-selling products, as well as some of the most popular teams among shoppers.
Jerseys
Apparel is a popular way for consumers to show their support for their favorite football teams – and jerseys are a classic choice.
Sales of NFL jerseys have jumped 45% in the last 30 days and are up 144% compared to this time last year.
Top-selling NFL Jerseys on Amazon
- Outerstuff NFL Kids Youth Game Day Team Jersey
- Ultra Game NFL Men’s Game Day Button Down Jersey
- NFL Pro Line Josh Allen Player Jersey
- FOCO Men’s NFL Team Logo Floral Button-Up
- NFL Pro Line Jordan Love Player Jersey
*Data reflects the period of August 21, 2023 – September 19, 2023.
Sweatshirts
Many shoppers are choosing team sweatshirts to stay toasty at games and at home.
Sales of men’s NFL sweatshirts have jumped 86% in the last 30 days and are up 29% compared to this time last year.
Sales of women’s NFL sweatshirts are down 10% year-over-year but have jumped 155% in 30 days.
Top-Selling Men’s NFL Sweatshirts on Amazon
- New Era Performance Pullover Sweatshirt
- New Era Men’s Scoreboard Pullover Performance Hoodie
- Zubaz Officially Licensed NFL Men’s Pullover Hoodie
- FOCO Men’s NFL Team Logo Solid Sweatshirt
- New Era NFL Stadium Logo Pullover Hoodie
*Data reflects the period of August 21, 2023 – September 19, 2023.
Top-Selling Women’s NFL Sweatshirts on Amazon
- Zubaz Marled Soft Hoodie with Team Graphics
- Zubaz Team Color and Slogan Sweatshirt with Pocket
- Ultra Game NFL Fleece Sweatshirt
- Ultra Game NFL Marl Knit Sweatshirt Jacket
- Antigua NFL Victory Full-Zip Hoodie
*Data reflects the period of August 21, 2023 – September 19, 2023.
Hats
For Amazon shoppers, nothing tops off a game day outfit like a hat.
Sales of NFL hats have jumped 40% in 30 days, and are up 1,559% compared to this time last year.
Top-Selling NFL Hats on Amazon
- FOCO Men’s NFL Beach Sun Hat
- FOCO Men’s Team Logo Bucket Hat
- New Era NFL Team Classic Flex Fit Cap
- New Era Knit Classic Cuffed Beanie
- FOCO Women’s Team Logo Bucket Hat
*Data reflects the period of August 21, 2023 – September 19, 2023.
Jewelry
A lot of fans are showing support for their favorite teams with a little bit of NFL-themed bling this season.
Sales of NFL jewelry have jumped 97% in the last 30 days and are up 200% compared to this time last year.
Top-Selling NFL Jewelry on Amazon
- Aminco NFL Swirl Heart Earrings
- SOAR NFL Watch Band
- Siskiyou Sports NFL 2-inch Hoop Earrings
- Siskiyou Sports NFL Stud Earrings
- Siskiyou Sports NFL Fan Bead Dangle Earrings
*Data reflects the period of August 21, 2023 – September 19, 2023.
Flags & Pennants
Football fans are proudly flying their teams’ flags in their homes and gardens.
Sales of NFL flags and pennants have jumped 76% in the last 30 days and are up 723% compared to this time last year.
Top-Selling NFL Flags & Pennants on Amazon
- FOCO 3’ x 5’ Team Logo Flag
- Rico Industries NFL Fall Harvest Garden Flag
- Rico Industries Single-Sided Indoor Outdoor Flag
- Rico Industries NFL Logo Shape Pennant
- Rico Industries Soft Felt Pennant
*Data reflects the period of August 21, 2023 – September 19, 2023.
Blankets
For many fans, the start of football season also means the start of colder weather, so a cozy blanket featuring their favorite team is a win-win for the coming winter.
Sales of NFL blankets are up 59% in the last 30 days and are holding steady with last year’s trend at 1% year-over-year growth.
Top-Selling NFL Blankets on Amazon
- Northwest NFL Fleece Throw Blanket
- Pegasus Sports Team Wordmark Throw Blanket
- FOCO NFL Sherpa Plush Throw Blanket
- Northwest Velocity Silk Touch Throw Blanket
- Northwest Legion Raschel Throw
*Data reflects the period of August 21, 2023 – September 19, 2023.
Pet Gear
Fandom is clearly a family affair, as shoppers fill their carts with football products for their pets.
Sales of NFL pet products are up 307% in 30 days and 494% compared to this time last year.
Top-Selling NFL Pet Products on Amazon
- Pets First NFL T-Shirt
- Littleearth NFL Pet Jersey
- Pets First NFL Dog Bandana
- Pets First NFL Hoodie for Dogs & Cats
- Pets First Mesh Jersey for Dogs & Cats
*Data reflects the period of August 21, 2023 – September 19, 2023.
Toys & Games
From fantasy football drafts to collectible figures, shoppers are showing an increased interest in NFL-themed toys and games this year.
Sales of NFL toys and games are up 113% compared to this time last year, with a modest 5% growth in the last 30 days.
Top-Selling NFL Toys & Games on Amazon
- Bambluby Fantasy Football Draft Board
- Draft Now XL Fantasy Football Draft Board
- YouTheFan Purebred Fans 500 Piece Puzzle
- MasterPieces NFL Playing Cards
- Joe Burrow Funko Pop! NFL Series Figure
*Data reflects the period of August 21, 2023 – September 19, 2023.
Score Big with Football Products on Amazon
The final quarter of the year is one of the most crucial for ecommerce, with fall and winter holidays and the impending new year fueling massive sales boosts across multiple product categories. The football season extends through and beyond these holidays, giving brands and retailers an incredible range of opportunities to score big on Amazon.
Market insights, like the Cobalt data we’ve shared in this post, are the MVPs of a solid ecommerce strategy. Leveraging the trends uncovered here can increase sales of football-related products during the holiday gifting season and help fuel a strong start to the new year in the lead-up to the Super Bowl LVIII.
About This Report
The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by nearly 2 billion Amazon data points. Year-over-year comparison data reflects the period of August 21, 2023 – September 19, 2023, as compared to the period of August 21, 2022 – September 19, 2022. 30-day trends data reflects the period of August 21, 2023 – September 19, 2023, as compared to the period of July 21, 2023 – August 20, 2023. Sales trends data for Travis Kelce and Taylor Swift products reflects the date range of September 24, 2023 – September 27, 2023.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page.
For more information, specific data requests, media assets, or to reach the report’s authors, please contact us at [email protected].
